Walmart Marketplace vs Amazon: Catalog Requirements Compared

For US brands, Amazon is the default marketplace and Walmart Marketplace is the most common second one. Both run on product catalogs, and both are increasingly connected to AI shopping assistants. Their catalog rules are similar in spirit but different in detail. This comparison focuses on the catalog side: what you need to get your products listed correctly.

Access

Amazon lets most sellers register and start listing, with extra approval for some categories and brands.

Walmart Marketplace reviews seller applications before approving them, so access is more selective.

Product identifiers

Both expect a product ID such as a UPC or GTIN for most items. Amazon offers exemptions in some cases, such as private label products without barcodes. Walmart relies heavily on GTINs to match your item with its catalog. Official barcodes from GS1 avoid problems on both.

Listing content

Matching existing products

Both marketplaces try to match your item with an existing product page. If your identifiers or attributes don’t match, your offer can end up on the wrong page or create a duplicate. Clean, consistent data avoids that.

AI assistants on both sides

Amazon renamed its shopping assistant Alexa for Shopping in May 2026. Walmart has its own assistant, Sparky, and has worked with AI platforms such as ChatGPT. Walmart was reported in March 2026 to find that in-chat checkout converted worse than sending shoppers to its site, which says a lot about where AI shopping is today; see Discover in AI, buy on your site.

One catalog for both

The core data is the same: identity, identifiers, attributes, price and stock. Build it once and adapt it to each marketplace’s format. Our guide to one product feed for every AI channel explains the structure, and the product data AI shopping agents read lists the fields that matter. To add TikTok Shop to the comparison, read TikTok Shop vs Amazon vs Walmart.

We prepare and maintain the catalog data behind these channels, starting from Google Merchant Center. Learn more on our Google Merchant Center agency page.

FAQs

Can I use the same product content on Amazon and Walmart?

The core data, yes. Titles and attributes need adapting to each marketplace’s rules.

Do I need GTINs for Walmart?

For most items, yes. Walmart uses product identifiers to match items to its catalog.

¿Por qué elegimos a Avafa Consulting como nuestra agencia SEO? Tuvimos la oportunidad de trabajar anteriormente con Víctor García y su equipo en otro proyecto, y la experiencia fue muy positiva tanto por su profesionalismo como por los resultados obtenidos.

Ruben Albardias Idiarte
Communication & Digital Marketing Manager

Elegimos a Avafa Consulting por su enfoque estratégico del SEO como eje central de crecimiento digital... Su experiencia en eCommerce y Marketplaces es bien sabida.

Laia Valero
CEO de DESKandSITm